248 brenneman

Output Formats foreBooks and Online Services

University of Chicago Press1


Andrew BrennemanManager, Digital Media Group

University of Chicago Press, Books Division



Strategic Application of Output Choices

• Defining Digital Product Strategies

• Applying Output Format Options to Delivery on Strategies

• Trade-Offs in Output Formats

• Long-Term Vision



Obligatory Background SlideThe Press•Longest continuously running American university press•Largest American university press

The Books Division•200 titles per year, increasing•Bringing back approx. 300+ O.O.P. via P.O.D. per year.•150 reprints per year•5,000 titles in print

The Digital Media Group•Formed 2006•Develop and execute strategy for electronic distribution and product development•Support initiatives with revenue



Content Breadth

Scholarly


University of Chicago Press5 Scholarly

Content Breadth

Scholarly•Monographs



Content Breadth




Content Breadth

Scholarly•Monographs•Classics



Content Breadth


Reference



Content Breadth


Reference

General Interest•Trade



Content Breadth


Reference

General Interest•Trade•Regional



Content Breadth Requires Multiple Solutions

Musings and Challenges:

Great variability … in both form and content

Books are products

Monolithic digital distribution strategies don’t work for mixed arrays of products.



Strategy: General Interest

Attributes:Wide audienceTends to graphic richnessRights complicationsValue linked to its form: the book

Electronic Product Model:None (generally)

Not all titles can or should make the leap to digital distribution.



Strategy: Scholarly Works

Attributes:MonographsAuthoredNot highly structuredUnity of Expression

Electronic Product Model:eBook

Electronic Market Focus:Libraries / Institutional

Delivery Model:Digital Channel Partners

Output Format:PDF + metadata



ProductionDevelopmentAcquisition Printing Distribution

Print

Web Ready

•Down-res•OCR•Bookmarked

Bibliographic DB

•Common hub for managing distribution programs•Distribute PDF’s•Compile partner metadata

Metadata

Institutional marketplace

eBook Value Chain

Web-ready PDF

Print PDF

Metadata Metadata

UCP Submission ManagerMarketing Partners

PrintingOn Demand

http://www.ebrary.com/corp/index.jsp

http://www.overdrive.com/default.asp

http://www.dawsonbooks.co.uk/index.html

http://images.google.com/imgres?imgurl=http://www.physorg.com/newman/gfx/news/logo-Google.gif&imgrefurl=http://www.physorg.com/preview11268.html&h=179&w=250&sz=8&tbnid=FdMIjBlrycjO_M:&tbnh=79&tbnw=111&prev=/images%3Fq%3Dgoogle%2Blogo%26um%3D1&start=2&sa=X&oi=images&ct=image&cd=2



PDF Trade-Offs

• Pro’s– Ease and Low Cost– Mature, Stable– Standard– Partner solutions built on PDF

• Con’s– Presentation commingled with content– Not described other than metadata– Not-optimized screen experience– Cannot integrate with applications



Non-Optimal Screen Experience



Separation of Content and Presentation

Other DevicesWeb

Content

Web Style Mobile Device Style

Content

http://upload.wikimedia.org/wikipedia/en/1/19/Netvibes_def.png



Strategy: Reference Works

Attributes:StructuredEnabled Work Process

Electronic Product Model:Online ApplicationOnline Platform for Style Management

Electronic Market Focus:Mixed: Individual, Institutional

Delivery Model:Direct Online Service

Output Format:XML with highly granular DTDSupported by AJAX applications

http://www.chicagomanualofstyle.org/home.html



ProductionDevelopmentAcquisition Printing Distribution

Print

Web Ready

•Cleanup•DTD Development

XML-Based Application

XML Repository

Print

Run-timeXML

AJAX App. XML provides:

•Dynamic presentation styling•Data driven navigation•“Hooks” for AJAX integration



An XML-Driven Application



An XML-Driven Application

…. has become a one-step procedure in which they compose mathematical copy in its final form even if it has to be typeset again. When this is not the case, authors and editors must communicate to the typesetter exactly how the mathematical content should be typeset (see <secref rid="ch14_sec059 ch14_sec060 ch14_sec061 ch14_sec062 ch14_sec063 ch14_sec064 ch14_sec065 ch14_sec066">14.59–66</secref>). Regardless of which method is used to prepare and typeset mathematical copy, the following general guidelines apply.<ftnoteref rid="ch14_fn01">1</ftnoteref><footnote id="ch14_fn01"><no>1.</no> <p>The requirements of mathematical copy have prompted a different typographical treatment of the examples and tables in this chapter from that used in other chapters.</p></footnote></p> </formalp>



XML: Foundation for AJAX-based Online Applications



XML Experience to Date

• Use of XML on a limited basis need not require process reengineering

• XML’s importance:– Providing structure

– Describing content

– Foundation for AJAX-based services

• DTD conformance not current priority since no partner can interoperate with XML

• No ROI on full-scale XML-reengineering for UCP



Unified (Utopian) Vision

• Common delivery platform for all content types• All XML based content• Eliminate duplicate repositories• Serving of Content & Metadata

– Real-Time– Common Content Server– Content Delivery as Web-Service

• Requires significant investment of organization time and capital

• Requires entire value chain to converge on standards to realize return of investment



Unified (Utopian) Distribution Architecture

Web Services (SOAP) Interface

Distribution Management

ProductionDevelopmentAcquisition Printing

Print

Bibliographic DB XML Repository

Product Development Process Management

Web ReadyMarketing Partners Channel Partners

Web ReadyOnline Applications

http://www.ebrary.com/corp/index.jsp



Summary

Conclusions:

Product segments may require unique output strategiesToday: UCP takes a two-pronged approachLong-Term: to converge to common interoperable XML content servicesTransformation justified only when partners can take advantage of real-time content

Monographs

Output: XML+ metadata

Reference

Output: XML



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248 brenneman

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